Millennial Media Launches Comprehensive Suite of Mobile Measurement Products
Omni Measurement Solutions Shines a Light on Mobile Campaign Effectiveness by
Showing Impact on Foot Traffic, Total Spend, Brand Lift and more
Business Wire
BALTIMORE -- September 23, 2013
Millennial Media (NYSE:MM), the independent leader in mobile advertising,
today announced the launch of Omni Measurement Solutions, a suite of
measurement products designed to evaluate and demonstrate the effectiveness of
mobile campaigns. The new solutions will combine Millennial Media’s extensive
first party data with best-in-class third party data sources to show the
impact on key advertiser metrics driven by a campaign.
“Measurement is one of the most important issues in mobile advertising today,”
said Mollie Spilman, EVP, Global Sales & Marketing, Millennial Media. “Brands
need to feel confident that the dollars they are spending in mobile
advertising are truly moving the needle, and our Omni Measurement Solutions
represent the most comprehensive, data rich solution at this scale in mobile
advertising.”
Omni Measurement Solutions currently consists of the following products:
*Door Open Rate – Measures the impact on foot traffic to a given retail
location generated by a mobile campaign.
*Register Ring Rate –Measures the impact in total credit card spend at a
retail location due to a mobile campaign, including number of transactions
per purchaser and total basket size.
*Brand Lift Rate – Measures the impact on high funnel activities such as
awareness, intent, consideration, and recall.
For every measurement product in the Omni Measurement Solutions suite,
Millennial Media partners with a third party, and matches mobile IDs against
exposed and control groups to judge the effectiveness of marketing campaigns
with target audiences. Data analytics company Neustar and location analytics
firm Placed are among the launch partners. Millennial Media will offer
end-of-campaign reports that will accurately show the impact on advertiser
KPIs, and give advertisers credible and qualified insights to use for future
marketing efforts.
To power Door Open Rate, Millennial Media selected Placed, the leader in
location-driven insights and mobile ad intelligence.
“The product we’re working on with Millennial Media allows advertisers to
track conversions beyond the mobile device itself, and extend measurement into
the physical world,” said David Shim, Founder and CEO of Placed.“By combining
Placed Attribution with Millennial Media’s industry leading scale, we’re able
to measure the impact on in-store visits in a way that was simply not possible
before.”
Additional products will be added to the suite in the coming weeks, including
a product in collaboration with comScore that measures online consumer
behavior after mobile ad exposure.
To learn more about Omni Measurement Solutions, visit
http://www.millennialmedia.com/omni
About Millennial Media
Millennial Media is the leading independent mobile advertising and data
platform. Our technology, tools and services help app developers and mobile
website publishers maximize their advertising revenue, acquire users and gain
audience insights. Our platform also enables us to offer advertisers powerful
Mobile Audience Solutions (MAS) that utilize our significant scale,
sophisticated targeting and uniquely engaging creative capabilities to deliver
meaningful results.
Contact:
Millennial Media
Investor Relations:
Joe Wilkinson, 443-681-6238
IR@millennialmedia.com
or
Media Relations:
Matthew Lindberg, 203-682-8214
press@millennialmedia.com